JM Smucker Expands Publicis Groupe's Remit

JM Smucker Co. is expanding its partnership with Publicis Groupe by appointing the agency as omnichannel marketing agency of record.

The new responsibilities include end-to-end commerce services for the consumer packaged foods company, including omnichannel media strategy, planning, investment, creative strategy and content. The holding company’s bespoke client team known as PSOne services the Smucker account.

There was no formal pitch for this business. Smucker previously worked with IN Connected Marketing for omnichannel work.

“The events of the past year have further blurred the lines between upper and lower funnel and changed consumer expectations,” said Geoff Tanner, Chief Commercial and Marketing Officer at The J.M. Smucker Co. “Marketing today and in the future will require an evolved and connected commerce approach and we look forward to continuing our work with PSOne to accelerate the way we service our consumers across the full funnel of opportunities.”

Three years ago, Publicis Groupe won the $580 million Smucker account in an agency consolidation move by the client.  



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